A new Bord Bia study has found that the majority of Irish consumers (87%) have breakfast every day, with 89% eating breakfast at the weekend.
The Breakfast Club study analysed consumer attitudes to breakfast, and also found that nearly a quarter of consumers (23%) have recently changed their breakfast choices for health reasons, with 44% claiming to be cutting back on sugar.
Bread and toast is Ireland’s favourite midweek breakfast for one third (33%) of people, while porridge is at the top of the list for 25%. Cereal is the favourite choice for 19%, followed by eggs for 18%, and fruit for 17%
When it comes to beverage choices, 44% of Irish people choose tea for their at-home midweek breakfasts, while another 28% drink coffee. Cold drinks are less popular, with 12% preferring water, and 9% choosing fruit juices.
The survey also found that half of all breakfasts in Ireland are eaten between 8am and 10am, and that on average, we spend 13.6 minutes on breakfast during the week and 16.3 minutes at the weekend.
Half of Irish people eat breakfast alone, with 1 in 6 feeling stressed and under time pressure while they eat. We are also multitasking during breakfast, with 2 in 5 Irish adults checking emails and social media while eating.
In line with adults, 85% of Irish children also eat breakfast at home, with cereal as the number one choice, followed by toast and porridge.
In general, Irish consumers look for breakfast options that are healthy, low cost and easy to prepare.
Bord Bia’s Consumer Insight Manager, Paula Donoghue commented, "People are looking for ‘permissible pleasures’ that make it easier for them to cut down on certain foods such as a healthier variant of their favourites such as turkey rashers instead of traditional pork rashers.
"We also found many parents in our breakfast club were concerned about the level of sugar and salt in their kids’ preferred cereals, but were stuck between giving them what is best and what they will eat. Many claim that they would like to see more low sugar and salt options, which would ease their concerns and still be attractive to children."
The rise of the ‘al desko’ breakfast is becoming more prominent, as many people face longer commutes to work. Some are preparing breakfast at home and then eating it in the office, while others are finding new ways to prepare their favourites at work.
© 2016 - Checkout Magazine by Jenny Whelan.
